2026 will be a massive year for global sports – and that’s welcome news for retail.
Amid the fog of economic uncertainty, one clear trend is that live sports have emerged as a resilient retail growth driver.
The global sports ecosystem is increasingly integrated, tying live sports to
📺 Media
📣 Advertising
❤️ Passionate communities of fans
🤝 Brand partnerships
🛍️ Cross-category retail activations
From the upcoming Super Bowl to a smackdown on the South Lawn of the White House, and the FIFA World Cup 26 spanning Canada, the U.S. and Mexico, 2026 will be a historic year for sports x retail.
Which teams (and brands) will you be cheering for?
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